Anthony Reilly Email & Phone Number

United Kingdom

Supporting the digital transformation at Active; maximising the use of data, defining the growth strategy, developing membership acquisition models, designing the digital experience, member onboarding and engagement strategies, and execution on the brand strategy.

London, England, United Kingdom

Providing services for transformation and growth. Working as an extended member of the senior management team to provide interim support to CEOs and MDs.

Responsible for demand, channel management, web and sales performance. Strategy, execution and measurement of all digital and offline marketing channels, content creation (TV, video, display), CRM and PR. Including ecommerce/product strategy and AB/MVT testing roadmap.+ Implemented an enterprise multi-touch attribution solution to identify low and high incremental channels (direct, paid, third party) to optimise distribution mix and create significant budget efficiencies.+ Responsible for the ecommerce roadmap with an emphasis on AB/MVT testing to maximise the mobile CR. Leading to a 100% increase in mobile conversion within 3 years.+ Double-digit increase in retention through delivery of a multi-brand CRM strategy.+ Led the merger of individual brand marketing teams into specialist group functions across acquisition, retention, brand, content and ecommerce = 70+ people across three locations.+ Part of the leadership team to bring Landal Greenparks to the UK.+ Led the launch of the Awaze brand working with European counterparts.+ Best In-House Marketing Team at the Travel Marketing Awards 2018.

Oversaw the transformation of the brand, demand model and web experience to challenge perception of a 70 year old holiday brand and position it as a modern luxury short break business. The outcomes being mobile leadership within the category, an award winning diversity strategy and an award winning in-house team.+ Shifted brand perception by rebranding business, rolling out diversity strategy and a focus on premium product (lodge/hot tub).+ Increased mobile conversion by 100% over 3 years (New UX/UI, sustained focus on AB testing).+ Grew online share by 20%, and increased direct share of business vs third party channels. + Led the launch of Hoseasons employee brand proposition and recognition programme.+ Best In-House Marketing Team at the Travel Marketing Awards 2018.+ Best LGBT Holiday Company, Hoseasons, British Travel Awards 2017.

Responsible for driving the strategic direction of clients' brand, creative and digital propositions. Outcomes include; laying out the Go To Market plan, product / proposition development, data planning and the CRM lifecycle, customer journey planning, analytics and UX.+ Brand and creative strategy; definition, positioning and proposition.+ Customer journey mapping and contact strategy across B2B and B2C.+ Data strategy and CRM lifecycle planning from on-boarding, in-life and win back.+ Commission and moderate workshops, focus groups and in-depth interviewsKey clients:Acteon Group; Aviva; Aon; Barclaycard; Duracell; FELD Entertainment/Disney on Ice; Linda McCartney; Mazda; Merial; Octopus Investments; Rightmove; Zenith Windows.Industry experience: FMCG; Finance; Insurance; Entertainment; Oil and Gas; Automotive; Home improvements.

+ Launched a gourmet street food business from a 1968 airstream.

Key clients:Hoseasons; Anglian Home Improvements; OptiBac Probiotics; EasyLiving Furniture

+ Led comms planning and cross media buying teams to deliver coordinated and complementary multi-channel campaigns across multiple clients and sectors simultaneously. £100m+ budget.+ Comms planning across all media including sponsorship and content creation. + Proposition development with accompanying ‘rules of engagement’ to empower media planning and buying teams to deliver cross media integrated campaigns.+ In-campaign media optimisation across TV, radio and digital; post campaign analysis to inform future recommendations.+ Tracking hard and soft KPIs to inform media/brand health, growth and impact.Key clients:Jack Daniel's; Southern Comfort; Finlandia; Autoglass; Panasonic; Black and Decker; Shredded Wheat, Shreddies; Cheerios; Häagen-Dazs; Old El Paso; Green Giant; MSN; Wolf Blass; Penfolds; Lindemans; Parker; Sharpie; Dymo.Industry experience: FMCG; Alcohol; Automotive; Home Improvements